Here at Just About positive content, and rewarding those who make it, is our mission. As our Head of Growth Marketing, it's my job to share that mission as far and wide as we can in order to bring as many wonderful members to the platform as possible.
Following on from the excellent insights for our content and design teams, our third departmental deep dive is on marketing at Just About: what it is, occasionally what it isn’t, and how we will get that message out to the world.
What is marketing?
Hoo-boy. There are approximately 189,324 (give or take) articles across the big wide web that have a take on this question so the short version is: marketing is how we at Just About show up to the world, and how the story we tell brings the world to us.
As Crispin Portal Advertising once put it:
And why should you care?
Well, the reality is you probably don’t think you do. And that’s okay! But you might just be thinking of advertising. I hear a lot of people say they aren’t a fan of or aren’t affected by advertising (yeah, right) but marketing encompasses a lot more than just that.
Marketing covers brand, events, social media, public relations, strategy and yes, advertising. Social media you might care about because it’s funny, public relations because you like to know your favourite company is doing good in the world, and branding? That’s how you instantly know you’re watching Netflix when you hear the ‘ba-dum’ sound. It’s saying you’ll hoover the house when you really mean vacuum it. And it’s why I want an Aston Martin in racing green. James Bond car. Nice.
Where was I? Right! Marketing is making sure that Just About stays Just About, in our appearance and our values, wherever we go and for whoever we work with.
The best part is that marketing touches every part of the business. We need to understand our product so we can tell that story to you. We need to work hand in hand with the brilliant design brains (you can read Tom’s deep dive over here) to make sure the platform looks like the socials looks like the event signage. Most of all, bring on those sweet, sweet spreadsheets.
We love data
It’s easy to imagine that a lot of marketing is us sitting around wondering ‘is Just About Cheerios really us’ or ‘does this shade of purple really make me feel… content’, and we really do some of that. Having the opportunity to experiment with your marketing is the best part of working for a platform like Just About!
However, after all that wondering and experimenting, we get into the data and boy, do we love data. Engagement rates, average watch time, number of bounty submissions or new subscribers - it all tells us what’s working and, just as importantly, what isn’t! It helps us decide what time of day to send emails or what social media platform will lead us to the people who really connect with our mission.
While just about every department in every business anywhere would love to be operating with unlimited resources, that just isn’t an option. We have to be selective, and data helps us make partnership decisions efficiently so we can speak to the people who are most likely to love what we do and we can show up at the events that are going to have the biggest impact.
So what’s next?
Well… all of the above! It’s a particularly exciting time for marketing at Just About as our mission becomes growing, thriving and telling the world our story - creating a home for members and content that is fun, helpful, and fairly rewarded. We will tell that story:
On the Just About platform
Across our social media channels
In our emails
At 2024 events
In industry news and podcasts
To new commercial partners for new communities
Through influencers who want to reward their communities
Oh dear, I think I might have just made a to-do list. We better get cracking!
See you in discussions!
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